Rather than blasting out advertising indiscriminately to everyone, firms are finding they can target individuals who like their brand and can influence others to see the brand more positively. There are more and more ways to find out who your brand’s advocates and influencers are. That’s because software is now tying the data together so we can actively decide how to reach and, more importantly interact with, our passionate customers. Social media allow us to openly and transparently interact with and have conversations with our customers.

Susan Bratton, JD Lasica, Renee Blodgett and Robert Scoble discuss these aspects of marketing and customer relations in this roundtable in Cambridge as a part of Traveling Geeks 2009.